MOMBASA, KENYA —Two weeks ago, the African Public Relations Association marked its 50th anniversary at its annual gathering in Mombasa, Kenya, where new data and conversations focused on the biggest factors influencing PR across the continent, with ethics at the top of the list.

Together with the Public Relations and Communications Association, APRA unveiled the sixth edition of its annual research into ethics and the communications industry across Africa. The study, conducted by reputation research consultancy Reputation Matters, drew responses from 313 PR professionals across 24 African countries, the broadest regional reputation to date.

The findings show the industry continues to grapple with existing challenges, albeit with new urgency, and is figuring out demands around technology, ethics, and executive influence. Here are six themes from the 2025 Africa PRCA-APRA report that will shape the future of African public relations:

1. Ethics

Corruption was cited by 30% of respondents as the most pressing ethical issue in the industry, followed by misinformation, AI misuse, and political pressure. Respondents pointed to a disconnect between aspirational values and on-the-ground realities shaped by weak institutions, economic pressures, and cultural norms.. Respondents emphasized that ethical clarity is essential to rebuilding trust in media, institutions, and leadership.

2. Support for AI is UpS

ixty-nine percent of respondents view artificial intelligence as a supportive tool in PR, up from 63% last year. Still, ethical concerns around manipulation, misinformation, and lack of transparency persist. PRCA interim CEO Sarah Waddington said optimism around AI must be "matched with clear guidance around responsible deployment."

3. The Influence of Comms

The profession’s influence appears to be on the rise. Thirty-eight percent of respondents said their counsel is regularly sought by business leaders—a notable jump from 31% last year. While 40% still believe PR is underrepresented at the executive level, the numbers suggest a shift toward strategic credibility. That credibility, however, must be earned and sustained. Respondents noted that a lack of confidence from boards is often linked to inconsistent training, limited data fluency, or unclear impact metrics.

4. The Skills Gap Persists

Despite rising influence, many practitioners feel underprepared for the demands of the moment. Skills in strategic counsel, crisis management, digital media, ethics, and reputation leadership were all cited as areas of need. Training, mentorship, and talent retention emerged as top priorities — especially among younger professionals seeking career development and purpose-driven work. Many also called for pan-African certification standards to elevate practice quality across regions.

5. The Continent Is the Story

This year’s report was based on participation from the most geographically diverse group of respondents to date. While South Africa (30%), Kenya (17%), and Nigeria (16%) remain dominant voices, practitioners from Cameroon, Mauritius, Ghana, and Uganda also contributed perspectives to the report. The result is a clearer picture of what unites and distinguishes PR practice across the continent, researchers said.

6. Standards Could Be the Differentiator

A recurring theme across the survey was the desire for clearer professional standards—and the sense that elevating PR’s credibility will depend on consistent benchmarks. Many practitioners cited the need for pan-African codes of ethics, shared accreditation models, and regionally relevant training frameworks. “PR is not just about managing perception. It is about building trust, standing for what is right, and growing together,” said Reputation Matters managing director Regine le Roux.

This year’s research drew responses from 313 professionals across Africa, with broader regional representation than ever before. South Africa remains the leading contributor (30%), while Kenya (17%), Nigeria (16%), Cameroon and Mauritius (7% each) reflected growing engagement across the continent.

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